【作者】 王颖；

【导师】 王媛；

【作者基本信息】 天津大学 ， 高级工商管理（专业学位）， 2016， 硕士

【摘要】 随着我国市场经济飞速发展,小企业成为推进国民经济持续健康发展的重要力量。在推动经济增长、促进就业、技术进步和纳税等方面都发挥了巨大作用。然而在商业银行的经营中,和那些信用等级高、发展前景广阔、经营管理水平高、风险相对较低、综合贡献度较大的大中优质客户相比,小企业由于自身单体规模小、企业平均素质不高、管理不规范、单体抗风险能力差、生命周期短、成长性不足的局限特点,往往会受到忽视。随着利率市场化的推进,银行业竞争的日趋激烈,原有大中客户融资渠道日益多元化,银行信贷不再是其唯一融资渠道,呈现严重的金融脱媒现象,而随着商业银行资产收益率、资本回报率、风险剔除后的收益考量越来越全面,小企业业务占用资本少、风险相对分散、议价能力较弱的优势日益显现,小企业业务对于商业银行而言不仅是充满商机的一片蓝海,更是应对金融脱媒、调整信贷结构、保持业务可持续发展的重要举措,小企业在商业银行经营中体现的长尾效应越来越明显。本文通过结合国内外商业银行经营小企业金融业务现状,剖析商业银行经营存在的问题,将“长尾理论”原理应用到商业银行小企业经营中去,深挖可行的经营策略,并以招商银行为例从市场营销、产品优化和风险控制等方面实证分析了“长尾理论”在其小企业业务经营中的应用。并进一步分析招商银行天津分行案例,从管户分层策略、目标客群策略、创新融资模式、完善风控体系、建立协同机制、优化团队建设及强化考核激励七个方面为商业银行如何经营小企业提出建议。更多还原

【Abstract】 With the rapid development of China’s market economy,small businesses have played a significant role to promote sustainable and healthy development of the national economy.They have exerted huge effect on promotion of economic growth,employment,technological advances and tax collection.However,commercial banks pay great attention to those high-quality large and medium-sized customers with high credit rating,broad prospects for development,high management level,relative low risk and great contribution,rather than those small businesses,since they are featured as small scale,low average quality,nonstandard management,low risk-resisting ability,short life cycle and lack of growth.With the advance of market interest rates and increasingly fierce competition among banks,the traditional business and customer structure cannot adapt to the development of market-oriented interest rates,as well as the existing large and medium-sized customers of commercial banks have increasingly diversified their financing channels,bank credit is never the only financing channel.Severe financial disintermediation occurs.With commercial banks emphasize more and more yielding assets,return on capital,earnings excluding of the risk,advantages of small businesses have become increasingly apparent,for example,they occupy less capital;the risk is relatively scattered;they show weak bargaining power and so on.The small enterprise business for commercial banks is not only Blue Ocean full of opportunities,but also important initiatives to answer the financial disintermediation,adjust credit structure and maintain sustainable development.Small businesses show clearer long tail effect in commercial banks operations.In this paper,the author analyses both domestic and foreign commercial banks operating status to study operation problems of commercial banks,applies the "long tail" principle to the small business operation of commercial banks,digs viable business strategies,and takes China Merchants Bank as an example to analyzethe application of "long tail" theory in the small business management from the aspects of marketing,product optimization and risk control.The author also takes China Merchants Bank Tianjin Branch as a detailed example to give proposals for commercial banks’ small business operation from seven aspects: costumer-layering strategy,target customers,innovative financing model,risk control system,cooperative mechanism,team building and incentive mechanism.更多还原